What does you company Vision say about where your company is headed? Here are 13 highly effective principles to evaluate the strength of your company vision statement.


  1. Paints a clear picture of where the company is headed and the market position(s) the company is striving to stake out.
  2. Forward looking and directional. Describes the strategic course that will help the company prepare for the future.
  3. Focused on providing managers with guidance in making decisions and allocating resources.
  4. Has some wiggle room. Uses language that allows some flexibility that would enable the directional course to be adjusted as market-customer-technology circumstances change.
  5. Sure the journey is feasible. The path and direction is within the realm of what the company can accomplish; over time, the company would be able to demonstrate measurable progress in achieving the vision.
  6. Indicates why the directional path makes good business sense. The directional path is in the long term interests of stakeholders (especially shareowners, employees, and suppliers).
  7. Gives the organisation a sense of direction and purpose, and can be easily communicated. (Ideally, it should be reducible to a few choice lines or memorable slogan).
  8. Vague or incomplete. Skimps on specifics about where the company is headed or how the company intends to prepare for the future.
  9. Dwells on the present. The Vision is about what the company once did or does now and not about where it is going.
  10. Uses overly broad language. Includes all-inclusive language that gives the company licence to pursue any opportunity.
  11. Vision is stated in bland or uninspiring terms. The statement lacks the power to motivate company personnel and inspire stakeholder’s confidence about the company’s future.
  12. Relies on superlatives. The vision claims the company’s strategic course is one of being the “best” or “most successful” – lacking specifics about the path the company is taking to get there.
  13. Runs on and on. Statement is not short and to the point and may lose its audience.


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